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This research explores the role of "advancement-enabling" technologies in helping institutions meet the challenges of engaging constituents and attracting private support. It includes data on the use of technology, the barriers to effective use of technology, and strategies for effective deployment of technology. First conducted in 2010, the 2012 study updates our understanding of advancement's priorities and challenges, and how technology is being used to meet these challenges. Ultimately, by identifying institutional needs and understanding the role of technology tools in meeting those needs, this research can help improve the ability of advancement professionals to perform well and serve their educational purposes. This report is based on data provided by 361 advancement staff in higher education institutions and independent schools. A total of 284 practitioners from higher education institutions participated, as did 77 from independent schools (private K-12 institutions). Institutions provided data through an online survey from February 2 to March 5, 2012. While advancement's use of technology shifted significantly since 2010, some of the central findings from the 2010 study persist in 2012: (1) Institutions' strategic priorities continue to be focused directly on fundraising, such as securing major gifts from individuals and annual giving. Institutions also continue to be largely confident in their abilities to meet these strategic needs; (2) A lack of staff resources remains a major challenge for advancement professionals. A lack of staff and financial resources continues to stand out as the top challenge to institutions achieving their strategic goals, and a lack of staff is also their top barrier to effectively using technology. These challenges persist amid shrinking staffs: The number of staff members in alumni relations and development departments is considerably reduced since 2010; (3) Advancement professionals continue to view technology as central to achieving their strategic vision, but they remain only moderately satisfied with both their ability to effectively leverage technology in general and with the specific tools they currently use; and (4) A lack of collaboration persists between advancement offices and other departments on campus, and nearly one-half of advancement professionals continue to agree that this lack of collaboration is a challenge. The following are appended: (1) List of participating institutions; (2) Verbatim responses to open-ended questions; and (3) Background information on survey sponsors. [For the 2010 report, see ED571327.]

Descriptors: Technology Uses in Education, Alumni, Alumni Associations, Group Membership, Interpersonal Relationship, Institutional Advancement, Barriers, Change Strategies, Technology Planning, Higher Education, Elementary Secondary Education, School Surveys, Online Surveys, Influence of Technology, Usability, Needs Assessment, Private Schools, Strategic Planning, Institutional Cooperation, Public Relations, Annual Reports

Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005-4701. Tel: 202-328-2273; Fax: 202-387-4973; Web site:

Autor: Council for Advancement and Support of Education


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